Most creative use of technology for a campaign

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6th Annual Shorty Industry Awards Finalist

Psych Pineapple Trifecta (slumber party, 100th fan vote, syndication platform)

Produced by:

USA Network

Date submitted:

Feb. 5, 2014

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Team members: Internal Team - USA Marketing and Digital Team

About this entry

https://share.mediasilo.com/#quicklink/E8EE94F6095941ED6D7130E1B9402A47

To celebrate the seventh season of its hit original show Psych with its 100th episode milestone, USA Network launched digital festivities to engage its Psych fanatics.
The network kicked off the campaign in advance of the premiere with the Psych Slumber Party, a social and linear event, created in partnership with the fans, which married old school TV fun with digital engagement. A couple of weeks later, the pajama get-together was followed by the epic Clue-inspired 100th episode in which fans voted for the ending of their choice. Underlying all of this activity was the launch of the USA Sync platform, ensuring fans could access their favorite USA Network content from their favorite apps or destinations.

The case for why this entry should win a Shorty

To celebrate the seventh season of its hit original show Psych with its 100th episode milestone, USA Network launched digital festivities to engage its Psych fanatics.
The network kicked off the campaign in advance of the premiere with the Psych Slumber Party, a social and linear event, created in partnership with the fans, which married old school TV fun with digital engagement. A couple of weeks later, the pajama get-together was followed by the epic Clue-inspired 100th episode in which fans voted for the ending of their choice. Underlying all of this activity was the launch of the USA Sync platform, ensuring fans could access their favorite USA Network content from their favorite apps or destinations.

From the beginning, USA pushed the envelope of the social TV experience.
The Psych Slumber Party mantra was: “Seven episodes. Six hours. No sleep.” Self-proclaimed Psych-Os voted for their favorite episodes to air during a six-hour program block and then settled down for a multiplatform, real-time social blowout with custom cast-hosted interstitials, content uploads, chatter and more giveaways than any program before.

Fans stayed up all night, interacted with each other through USA Network’s social watercooler USA Character Chatter and shared comments and pictures of their favorite Psych moments. Twitter and Facebook companion sites blew up with more than 172,000 mentions and a dozen trending hashtags ultimately creating a Twitter takeover – even landing some fans in Twitter jail for excessive use. The Psych Slumber Party performed above the prior four-week time period average by +24% in P18-49, +25% in P25-54, +41% in P18-34 and +24% in total viewers.

On the heels of the widely successful Psych Slumber Party, the USA team continued the momentum inviting ‘fanatics’ to engage in real time voting for their favorite ending during the 100th episode – a milestone made possible by their loyalty to the show. Fans could vote for one of five suspects online (http://psych.usanetwork.com/) or via Twitter using a customized hashtags for each possible culprit. Viewers on both coasts will be kept abreast of the polling results via real-time, on-air graphics – fueling a voting war for their culprit to win. While the East Coast claimed The Butler did it, the West Coast voted differently pointing the finger at The Author.

The fan call to action had Psych-Os voting from computers and mobile devices, which resulted in more than 150,000 votes from coast-to-coast, 166,000 social mentions across all platforms and more than 24,000 customer stickers being accessed from GetGlue, ensuring fans were sharing their favorite moments and gaining rewards for engaging with the USA content. The 100th episode of Psych last evening was the #1 scripted original on cable in all demos, up double-digit increases over last week’s episode, bringing in 1.2 million P18-49, 1.2 million P25-54 and 2.9 million total viewers. It was also #1 in the prized 18-34 demographic with 662,000 viewers, up +37% over last week.

USA Network made a big leap further with its Sync, which gave more than 95 million users access to custom content across popular mobile apps including Shazam, Viggle and zeebox. With no on-air support or outreach, almost 40,000 unique fans found and engaged with Psych content across the different platforms during the 100th episode and beyond. Fans spent an average of more than 13 minutes in the app of their choice – in some cases, this was an exponential increase on the app.

No other network has so clearly defined and reacted to the social TV craze as USA Network – and its Psych-Os responded.

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